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TARGET AUDIENCE RESEARCH
Enhance and expand your customer base with smart marketing strategies
USING FOUR MARKET RESEARCH PILLARS
Any business regardless of industry or sector should understand the importance of advertising to their ideal buyer. However, identifying the accurate target audience, reaching those individuals and delivering captivating and engaging marketing strategies to them can often be complex and require large resources to carry out effectively. That's where Market Matter can help and project manage advertising campaigns from strategising, analysing, implementation and reporting.
DEMOGRAPHICS
In marketing, market segmentation through demographics is a well trodden path of separating a broad consumer market, into sub-groups of consumers based on some type of shared characteristics. Cunsumer demographics are statistical data relating to the population and particular groups within the market. Within a marketing and business context, demographics are unique profile identifiers of indeviduals within the market. This demographic data which we compile within your particluar market include: Gender, age, marital status and education, location, purchase intent, lifestyle information, buyer style preferences and more.
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Why we gather demographic data? Modern customer buying behaviour indicates an expectancy of a personalized experiences - Just think about custom personalised Amazon offers, Spotify music suggestions or Apple app store suggestions as an example. Adding a sprinckle of context and color to consumers, businesses become more equipt with a deeper understanding of a person and their behaviour by knowing a person's demographics, as well as offering more relevant, personal content. Knowing your customers' interests and anticipating their future needs allows you to provide more personalized, relevant content which will inevitably lead to higher customer satisfaction and sales.
PSYCHOGRAPHICS
Utilise your customers values and interests to promote on an emitional level within an optimal place and time. Psychopathic profiles describe individuals or groups according to their attitudes, habits, and interests. We gather psychographic data and research to determine which consumers are most likely to respond to your organization's products and services based on their values, desires, goals, interests, and lifestyle choices. As consumers are often influenced by psychographic (psycological) factors, such as personal preferences and values, psychographic profiling is extremely effective to determine your "ideal buyers". Creating an emotionally compelling brand requires understanding your audience's psychological characteristics, which can greatly improve your marketing methods, optimise advertising resources and overall effectiveness.
GEOGRAPHICS
Geographic segmentation involves segmenting your audience based on the region they live, work or buy in. Depending on the relivance to your product or service offer, Geographic segmentation can be done in any number of ways: grouping customers by the country they live in, or smaller geographical divisions, from region to city, and right down to postal code. Although geographical segmentation is the easiest way to segment the market, companies don't always think of all the ways it can be used. As a business, your target area should vary depending on your needs, and generally speaking, if your business is large, you are going to target a larger area.
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The factors that pertain to geographic segmentation:
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Location (country, county, city, post code)
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Timezone
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Climate and season
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Cultural preferences
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Language
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Population type and density (urban, suburban, exurban or rural)
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Through implomentation of more tailored and data driven ads, we guarantee that more of your marketing budget is spent reaching appropriate customers, and less wasted on those who have no need or interest in your services or products.
BEHAVIOURS & INTERESTS
Behavioral Segmentation is a form of customer segmentation that is based on patterns of behavior displayed by customers as they interact with a company/brand or make a purchasing decision. Behavioral segmentation divides consumers according to behavior patterns as they interact with a company. As the name suggests, this category of segmentation studies the behavioral traits of consumers — their knowledge of, attitude towards, use of, likes/dislikes of, or response to a product, service, promotion, or brand.
Despite only 33% of companies using consumer segmentation finding it significantly impactful, a large explanation for this is that most companies depend solely on traditional approaches, such as geographical and demographic segmentation. The outcomes which we achieve from Behavioural and interest segmentation are:
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Be aware of customer needs and desires and understand how to respond to them
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Meet their needs and desires by tailoring your product or service
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Explore ways to optimize the buyer's journey
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Analyze their potential value for your company
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Enhance and expand your customer base with smart marketing strategies
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